Post-Engagement: Turn Temporary Conversions to Permanent Fans
Post-engagement role play
Let’s say you need a logo. So you go to a digital design company and they make a logo for you. Then you never hear from them again. Your interaction with them is done. It’s dead.
Let’s say it was a really great logo and you knew you needed more stuff designed. But as time went on, you forgot about the company who made your logo and moved on to other sources.
The digital design company had a chance to turn you into a fan and they blew it because they lacked post-engagement. And that is a really dumb reason to lose out on customers. It’s lazy marketing.
You have to plan what you are going to do, how you are going to treat your customer, and how you are going to bring them back into the fold and provide more products and services for them.
User Journey’s Role in Post-Engagement
User journey mapping is a great way to visualize where your customer is going to be after they are done engaging with your product/service. It’s ideal because it goes beyond where they are. It lets you look at how they’re feeling and plan your strategy accordingly. Perhaps your customer isn’t feeling that great. What are you going to do in order to fix that situation. Maybe they are feeling good, like the client with the logo above.
What are you going to do to continue your engagement and turn them into a repeat customer?
Without post-engagement, without giving your customer a clear reason to come back, your relationship with your customer dies. Few customers come back for more organically.
And what if your customer isn’t that happy with what you provided for them. Map out how you will respond to their concerns or complaints. Everyone misses the mark sometimes. A bad interaction doesn’t have to be the end of the road if you play your cards right. Predict how interactions might go and be prepared to respond.
Map it out. Be organized. Know how to respond. And above all, know your customer.
Then, and only then, will you be able to create that lasting relationship that will have your users coming back for more.
- Know where your customer is going to go after they interact with you, your product, or your service.
- Plan how to loop them back into your service.
- Plan how to react to positive or negative feedback.
- Be proactive! Don’t wait around for miracles. Make it happen.